Promoting Cape Town: The Six Pillar Content Partnership

The Cape Town Six Pillar Content Partnership is an innovative initiative, managed by the City of Cape Town Place Marketing branch, designed to promote Cape Town as the premier destination to visit, live, work (from), study, play and invest in. By collaborating with a diverse range of attractions and businesses, this program aims to highlight Cape Town’s multifaceted appeal to a global audience.  

A Collaborative Endeavour 

The Cape Town Six Pillar Content Partnership brings together a variety of esteemed partners to amplify the city’s narrative across multiple platforms. These partners include the V&A Waterfront, Groot Constantia, Robben Island Museum, Table Mountain Aerial Cableway, Cape Point, and Kirstenbosch National Botanical Garden, collectively known as the Big 6. Other partners are Cape Town Tourism, The D-School at UCT (Hasso Plattner Design School), The English Plus Academy of Cape Town, Cape Town Central Improvement District, City Sightseeing Cape Town, Two Oceans Aquarium, NAC Helicopters Cape Town, Durbanville Wines, Shark Explorers, Khayelitsha Travel and Tours, Relax Spa Groups Africa, Tracey Saunders (Love Your Work), Fernandes C.J. Lilykou (Ferlivoyagesa), Ngena Ekasi Tours, and the City of Cape Town’s Environmental Management Department, and Invest Cape Town unit. 

This group of partners represents a broad spectrum of Cape Town’s offerings, including wine, theatre, adventure, shark cage diving, education, wellness tourism, business opportunities and significant tourist attractions. Their collective content captures the essence of Cape Town, creating a rich and appealing tapestry of experiences for a global audience.  The duration of the partnership lasts 1 year, and each year we will select new partners (with the hope that previous partners will still continue providing content), so that we can give everyone a chance to be part of this project. 

Innovative Content Strategy 

Launched in April 2024 at World Travel Market Africa, the Cape Town Six Pillar Content Partnership has already shown impressive results. The strategy involves posting and boosting content across key international source markets, leading to significant engagement and reach. Boosted content is translated into different languages to ensure the broadest possible impact in our key markets.  

Partners share 2-4 items of content each month that capture the incredible experiences Cape Town has to offer. This content is then amplified across our social media platforms, including Facebook and Instagram, enhancing both the city’s global promotion and the visibility of the partners’ offerings. This cost-effective promotion ensures mutual benefit for all involved. 

Results and Impact 

The program’s early results are encouraging. Content shared by our partners has generated significant engagement and reach on our social media pages, demonstrating the effectiveness of our strategy. As we continue to drive interest and engagement, we remain committed to positioning Cape Town as a leading global destination, inviting the world to discover all that this remarkable city has to offer. 

The Cape Town Six Pillar Content Partnership exemplifies the power of collaboration and innovation. By leveraging the diverse strengths of our partners, we can present Cape Town as a dynamic and multifaceted destination, ready to captivate and inspire international audiences.  

What’s next 

We have plans to explore places together, with partners visiting each other’s attractions and enjoying workshops with expert content makers. The partnership will culminate at an awards ceremony at WTM Africa next year, where we will be awarding the best content provided by our partners and signing on new partners. A winning formula all round!